Roku Raises Streaming Device Prices Up to 60 Percent

Roku, Inc. increased the manufacturer's suggested retail prices for its entire U.S. streaming hardware lineup by 50% to 60%. The price hikes affect several models, including the Roku Ultra and Streambar SE, which rose from $100 to $150, and the Streaming Stick 4K, which increased from $49.99 to $79.99. Other affected devices include the entry-level Streaming Stick, now $39.99, and the Streaming Stick Plus, now $59.99.

Roku, Inc. attributes the surge to shortages of RAM and other components driven by the artificial intelligence boom and increased demand for data center compute capacity. This shortage is projected to last into 2027 as chipmakers prioritize high-bandwidth memory for AI servers. The move follows a similar trend among competitors, including Apple, which raised Apple TV prices from $129 to $199.

These increases occur shortly after the June announcement that Fox Corporation would acquire Roku for $22 billion to integrate its TV portfolio and Tubi service with Roku's hardware. The pricing shift contradicts previous claims by CEO Anthony Wood in May that Roku's low memory requirements would provide a competitive advantage during such shortages, though he later described the situation as an opportunity to pass costs to consumers.

While the Roku online store currently lists old prices as sales with purchase limits, third-party retailers will maintain lower pricing until existing supplies are exhausted. International prices, including those in the UK, have not yet changed.